How we made dry shampoo a handbag essential.
Batiste was facing a problem, awareness was strong but penetration was low. Ambition for growth was high but in order to succeed we needed to interrogate where the biggest growth opportunity could come from, so we set about implementing a full therapy treatment.
By investigating the brands heritage, its loyal users, the culture and the product itself, we uncovered the single on-going symptom that needed to be cured - consumers saw the brand as an occasional use proposition, for camping and festivals or fleeting didn’t have time to wash mornings...they simply didn’t need to spray it regularly.
It was time to re-position from problem solver to style creator and leverage cues from Batiste’s styling heritage.The Secret Weapon campaign was born, celebrating Batiste as a styling multi-tool for young women with fast paced lifestyles.
Sales rocketed and Batiste enjoyed a double-digit sales increase, outgrowing established shampoo brands such as Tresemmé and Aussie. They even became the number one selling shampoo in Boots and the campaign was awarded best product launch of the year.
With a sprinkling of celeb-power and a partnership with renowned photographer Rankin we gave the brand new cultural traction and our proposition a new authority, creating a multimedia campaign that came alive through TV, Print, Digital and Outdoor.